"Let's rewind for a 10-second Super Bowl ad history lesson that goes like this: In 2011, Volkswagen decided to drop its full ad-called " The Force "-online the Wednesday before the Super Bowl. This was brand marketer blasphemy! But it worked. Ever since, more and more brands began dropping ads earlier and earlier, which then evolved into creating teasers for the ads to run even earlier."
"This year, a 30-second spot averaged $8 million, plus another $8 million in required spend for other NBC sports broadcasting and the 2026 Milan Cortina Winter Olympics, according to Ad Age. That price tag could go as high as $10 million, when you consider expanding that to Peacock and Telemundo. And that's all before you spend a dime on actually making the ad."
In 2011 Volkswagen released "The Force" online before the Super Bowl, sparking a trend of early ad drops and teaser campaigns. Brands now treat Super Bowl commercials as multi-week campaigns, running creative before and after the game to build awareness and extend ROI. Rising media costs—about $8 million for a 30-second NBC spot this year, plus roughly $8 million in required network sports and Olympics spend—push total campaign expenses toward $10 million when streaming and Spanish-language buys are included. High buy and production costs motivate longer lead times and broader activation strategies. A power-ranking lists five brands with the most momentum heading into the game.
Read at Fast Company
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